Heineken_deHop
Packaging Design
deHop is the initiative of 90sqm, Hendsum and Young and Heineken to promote the Dutch hip-hop scene. The concept works as follows; a top producer, rapper(s) and graphic designer come together in one place to create a hip-hop track in one evening and perform it live. The next day the material goes to the plate press and 3 weeks later a 12 inch vinyl record is sent out to those who attended.
This edition of deHop took place in the iconic Carrousel pancake house in the centre of Amsterdam. The interior was decked out like a jungle and the guests were served the Dutch culinary classics; pancakes and Heineken! Evil Dee (Black Moon) programmed the beats, Dutch rap superstars Opgzwolle and Duvel wrote the rhymes and I (as Shooting the Breeze) designed the sleeve based on the surroundings and the event.